SFR 207: My 2019 Goal – Stephen Larsen

SFR 207: My 2019 Goal

Jan 11th, 2019 anchorwave

This is the most nerve-racking thing I do each year. Here’s how 2018 went… and my goal setting for 2019…

I’m excited to share this with you… Well, to be honest, I’m actually freaked out.

This is the fifth year in a row that I’ve tested my metal and done this… AND IT’S STILL RIDICULOUSLY SCARY.

Steven Larsen yearly performance evaluation

In this post, you’re gonna find out:

  • What worked in 2018… and what didn’t
  • My BIG GOAL for 2019… and how I plan to hit it
  • The #1 Question that’s FREAKING ME OUT at the moment
  • If I hit my 2018 goal to make a 1,000,000 in revenue? #suspense

This is getting real and raw with Steve Larsen


The first time I ever set my goals publically, I was in this place of desperation. I was about to join the army. I had a shaved head, and there was almost no fat on my body.

Steven Larsen first performance evaluation

If you check it out, you’ll hear me say:

My names Stephen Larsen… I’m going to school right now, and I’m really tired of being poor. So this is my new years’ resolution…

If you want to see all the past goals I’ve made, year by year, you can find them on YouTube at,

I remember sitting back and thinking, “I’m tired of not having what I want in life have, so I need get drastic to change the situation.”

So I grabbed my computer, I don’t think I even knew what a funnel was when I made that first video. I was on around business try #9.

I was a traffic driver for Paul Mitchell. I’d had my first thousand dollar day, and it blew my mind. I was like “Holy Crap!” I was working with another guy, so we split the check, but $500 in a single day was absolutely insane for me.

I’d been married for three years, and we were living on a grand a month. It wasn’t enough money to support a growing family.

Steven Larsen started building a business

I was tired of feeling like I couldn’t provide for my family. I was sick of all of it.

I wanted BIG disruptive activities that would literally catapult me to new levels.

I wanted my family to be able to eat more. In fact, I wanted us to be able to eat, in general.

Looking back on what’s happened in the last five years is ridiculous.

Building a business over five years


The first two years doing these videos, I didn’t really figure out the game.

Then two years ago, I started noticing the patterns everywhere… and last year, I decided to actually test the patterns by leaving my amazing job at ClickFunnels. Which was Scary, scary, scary stuff.

I’ve been flying solo for a year now, so 2018 was a BIG year for me. Wanna know HOW it went? Keep reading…

I’ve worked my face off for years. The reason why my stuff has taken off, especially in the last two years, is because I worked really freakin’ hard.

I only took two days off for Christmas, and that’s not necessarily a badge of honor. I actually wanna change that.

Nine times out of ten, I have no idea what the plan totally is. I’m just taking action. I’m just doing stuff.

So as I look back at the things that have really kept me moving forward, there’s the strategy and the formulas… and they’re helpful.

Formulas for building a business

BUT 80% is just me remembering the crap that I was going through and what life was like before I did what I’m doing now. Life was hard.

I’m not an angry guy, but when I remember back to what life was like before I started doing this stuff…I actually wrote Play Angry on my window to remind me to keep going.


…So I’m excited about this, but I’m not gonna lie, I’m also nervous. I hate doing these yearly updates – which is one of the reasons why I do them.

I don't wanna tell you my new year goals

It freaks me out. I don’t want to tell you all my goal.

I don’t want to account for my previous year every January. I hate New Year’s resolutions, I think they’re stupid. Why am I gonna do that once a year?

At the end of every month, I think through my goal for the next month to make sure that the activities I’m doing are on target.


  1. This is a way for me to accept that resolution thing a little more
  2. It literally is so you can go back and watch my journey warts and all

Steven Larsen's new year goals

  • Year #1: Here’s Stephen when he had no money and was completely broke.
  • Year #2: Still broke. He still hasn’t figured it out.
  • Year #3: Still broke, but it’s a lot more breakeven.
  • Year #4: Wow! Lotta cash coming.
  • Year #5: Stephen left his job… Holy smokes, why? What did he learn?

I’m trying to be freakishly transparent in a way that’s not that popular anymore.

It’s not me saying, “Woe is me. Look how weak and vulnerable I am.” That’s NOT the point.

Being broke was one of the most painful things I’ve been through in my life. And it almost had nothing to do with the money. It had everything to do with my feelings of inability which wrecked my brain.

Goal setting because I don't want to be broke

It sucked. I don’t want to feel like that. It’s something that I’m really afraid of, and I’m happy to talk openly about that.


Don’t make a list of goals. Set one or two and get public about It. Magic ALWAYS follows.

There’s really only two, maybe three goals that I ever set. So I’m gonna go through the financial goal for this upcoming year, and then my plan to get it.

However, there’s something that makes this year a little bit different to the all the previous years that I’ve set goals…

Goal setting challenges

There’s a hole that I’m freaked out about in this one area. I know I’m gonna solve it, but at the moment, it’s really challenging.

A little bit of back story…

January 1st, 2018, I left my job at ClickFunnels, and just to be clear, I had:

  • NO team
  • NO additional revenue at all
  • NO product
  • NO running funnels
  • NO script.

… I left with nothing.

I was shocked by how much hate mail I got when I left ClickFunnels. Totally stupid, by the way. That was my choice, no one else’s…

Steven Larsen left ClickFunnels

I’d coached so many people in the Two Comma Club coaching program, that I started seeing these patterns of what made someone successful… and what held others back.

There were holes and gaps, and I was learning how to fill in those holes.

Regardless of the product, the price point, or the industry, I was able to go through and figure out, “This is how you fix it!”

I’d create my own framework and drop it in, and BOOM!

I helped create a lot of millionaires in that program. A lot of hundred-thousandaires – and tons of people made money for the first time in their life on the internet.

I started getting better and better.

I’d already been doing the Two Comma Club coaching program for over a year at least, probably almost a year and a half by the time I left ClickFunnels.


There were two reasons why I left ClickFunnels:

#Number one: I knew in my bones that I’m an entrepreneur.

So the longer I stayed at ClickFunnels, regardless of how amazing it is, and regardless of how dumb it looked for me to leave… it wasn’t me. So I left.

I had to grow some balls and just do it. I had to get out of there. It was one of the hardest decisions I’ve ever made in my life, and it still hurts.

It’s hard because I only live three miles away from ClickFunnels. Sometimes, I just wanna go in and be like, “What’s up? You all are awesome! Hey, can I just hang out for a bit?”

Steven Larsen and Russell Brunson

I tried really hard NOT to be that kid that just won’t leave. So I didn’t show up for the first three months.

I didn’t want to be like “What’s up guys, how you doing? Hey, remember I said I left, but I’m not leaving. How are ya? So I left… and really made sure I left.

#Number Two: I needed to prove myself

I’d become very confident in the frameworks I was producing. I knew that if people I coached just followed the framework, they’d make money – eventually.

There might be some in-between things that they need to fixwhich usually had to do with their personality, and NOT my framework. But eventually, it would work.

So in June 2017, I started asking myself the question: “What’s something huge, like really big, like the biggest thing I can think to have to go through to prove that I know this stuff?”

I was trying to show prowess. Not in a “look at me” way…

I wanted to prove to myself and others that I wasn’t just building funnels in the corner.

I knew there was more, and I knew that my frameworks worked. So I started asking myself the question: “What’s something that’s so big that it would be hard for people to not notice me?”

Again, it wasn’t out of a “look at me!” mentality. But it represented so much because of all the crap I’d gone through up to that point.

I needed a crucible. A big event to prove to myself that I could do it? Almost like going full circle to heal the parts of me that weren’t healed.

I especially wanted to prove that what I was teaching works – so I needed to test it myself!

Goal setting formulas

If I go to the gym and I’m like “Hey, I wanna lose weight,” I will never hire someone who’s overweight.

I don’t want to be a hypocrite and be the guy who’s teaching stuff that he hasn’t done…That really got in my head and started giving me a complex.

I knew that what I was teaching worked because I was seeing other people do it, but I hadn’t done it. And to me, that was freaking blasphemy.

I’m never gonna hire somebody who’s broke to teach me how to make money…

I follow the principle of the guy who has the biggest cheese. Sausage number one man. Who’s the person out there who can teach it so well because they are speaking from experience?

Building a business experience

I wanted to be that kind of person. I wanted to prove that my frameworks worked.

So I thought to myself, “Self, what if you left your job with no assets, no income, no funnel?”

I know this is freaking extreme, and I’m not recommending that anybody do that. But for me, and where I was, that was the right answer.

I went back and forth for a few months thinking, “Are you kidding? That’s stupid, dude! Why would you do that?

…But I knew that if I could pull this off – it would be the ultimate validation.

New year goals validation

It was kinda like jumping out of a moving airplane with no parachute and building it on the way down.

It was really important for me to prove to myself that I could do that, and for whatever reason, me and my personal development needed that.

DID I MAKE $1,000,000?

Last year, if you watched the video for 2018’s goal, I was like “I’m gonna go make a million bucks.” Did I do it?

Well… like, Yeah! And No!

Last year, from January 1st to December 29th at 9 pm mountain time… I made $850,000.

Million dollar performance evaluation

Well, to be precise: $850,353, and 87 cents.

So I’m super stoked that I did 850 grand out of the gate with:

  • No team
  • No funnel
  • No product
  • No system

The only thing I had been doing was publishing = big lesson in that.

I’d done 100 episodes of Sales Funnel Radio at the exact date that I left ClickFunnels, I believe. The show hadn’t even done 100,000 downloads when I left ClickFunnels.

Now Sales Funnel Radio is at 250,000 downloads… and it’s growing by almost 2,000 a day.

Building a business - Sales Funnel Radio

When I left ClickFunnels, I followed my own formula and made 200 grand really fast out of the gate. And then, I got freaked out.

…So here’s what happened:


January/ February: A lot of cash that came in. I’d built funnels for revenue, BUT I hadn’t built systems for the business. So I was the business, and it was hell, I’m not gonna lie.

March: Was Funnel Hacking Live, and I turned off pretty much every revenue stream I had. I was like, “Shut it down, shut it down! I need to go set systems up.”

So I started putting together all these system and Coulton moved down to work with me because I couldn’t handle the speed that the revenue was coming in.

Revenue outpaced building a business

I couldn’t fulfill fast enough which is scary because the people were like “Oh, it’s a scam!” And “It’s not a scam, I just can’t keep up.”

Trey Lewellen went through a similar thing when he sold that many flashlights. Crazy, crazy, crazy.

So I slowed everything down…

March/ April: Was a lot of biz building – which was exciting, but it freaked me out. I was trying to keep it cool, but man, I was so scared because there wasn’t a lot of revenue coming in.

In the beginning, it was 40, 50, 60 grand a month, but it went down to 10/ 15 grand. I was like “We’re gonna die in a gutter. Maybe this was a stupid mistake! What have I done?”

I was so scared, but I trusted the process and just kept blocking out the noise. And when I turned everything back on, we were back up to 50 grand, 70 grand, and then 100 grand, five months in a row!

Building a business in December

December: Was business building and systems building so I can move faster in 2019.

We didn’t hit 100 grand. People go on holidays and everything just kind of shut down. It was a slow season, I didn’t know that.

So here’s the sting…

WHY I DIDN’T MAKE 1,000,000

Man, I was so pissed off when I realized this…

I was just running through my accounts, and I realized that we’re getting another big chunk of cash either today or tomorrow…

Check this out:

  • Collected = $850,000.
  • To Collect, (the business is there, we’re just collecting the money) = $156,000

Steven Larsen new year goals shock

Man, that’s A Million Dollars!

That’s six grand over a million bucks. NO! NO! NO!

I was so mad when I saw that. I ran downstairs to my wife, and I was like “Look, that + that = that’s over a million! What! Like why didn’t I set up more systems?”

It was super cool, BUT like, a MASSIVE slap in the face.

Goal setting slap in the face

When I tell you guys the market will always tell you what to do – it just did! I was like “No!”

The market’s saying: “Stephen, you don’t have the systems in place yet to collect enough of the money upfront for some of the things you provide.”

There’s some really high-end stuff that I do, and I just get so excited about doing the thing that I didn’t have everything set up to collect the revenue. *STUPID*

Goal setting mistakes

…but how would I have known unless I looked. Unless I listened to the market. Unless I was willing to fail…

So was it a failure? No! BUT, Yeah!

By the numbers, yeah. Was it really? No.

Did I do something risky? Yeah. Did it work? Barely. 

I can’t describe to you the feeling of accomplishment that I have with this.


There have been many moments where, I’m not gonna lie, a little man-tear happened. It flexed on the way out, so it’s still manly.

Steven Larsen man tears

…But there was a little bit of a tear, and I was like “Man, you’re crazy, Stephen. In fact, you killed Stephen. You’re Steve now.

The journey, this year, has been one of insane growth in many areas.

I’ve learned:

  • What did work
  • What didn’t work
  • Where I should tweak stuff
  • Where I need to go next
  • I know what to go build next.

…And I know, because of the pain.

I couldn’t have foreseen some of the things that I need to go fix, which is why I needed to leave ClickFunnels.

I would NOT have known, “Hey look, when you move into this area watch out for this and that.”

I want to be the ultimate litmus test for what I’m teaching people.

So was it risky? Yeah! But not that risky though, because of what I did.

Don’t compare yourself to me.

If you’re NOT willing to leave your job. Then don’t. I’m not telling you to.


Technically, I have two businesses, so I didn’t get a Two Comma Club award this year. But for 2019, we got the stuff to make ’em work really well. It’s freaking close.

New year goals 2 comma club award

I’m trying to be the ultimate guinea pig and test guru’s material.

Russell Brunson’s material is the closest I’ve ever found where it’s ready out of the box. It’s not that way for other guru’s stuff.

I want to be long-term. I want to have a reputation for my material. Not like, “Yeah, when you go to that person’s stuff, it’s great, and it’s really helpful, but you still need X, Y, and Z to actually use it.”

I don’t want that. That’s why I created OfferMind  – because it allowed me to share the framework.

Steven Larsen OfferMind

I have a very framework, systems-focused brain. I love going in and pulling everything together and showing:

  • Look, this is how I did it
  • This is when it worked
  • This is when it didn’t work.

… so now for the scary part.


My goal for next year – which is scaring the crap out of me.

If you watch the pattern, a lot of what I’ve done for these goals is the first year was $1,000 a month, then $3,000 a month, then $5,000, then $10,000.

This last year, my goal was a million bucks – which is $82,000 a month.

This year, though…

Man, I’m telling you, I don’t totally know all of the path yet… but I see enough of it that I think it’s gonna work… and it’s scaring me to death.

Ready? Here we go…

MY GOAL FOR 2019 is…

Steven Larsen new year goals 2019


Gosh, dang it! That’s really freaky to say…

I’ve tripled my goal almost every year

This year, I know the systems that are gonna be in place, and I’ve gotta have more of them.

I need a better phone sales system with more closers and a better script.

For me, this year has been a lot about methodology; I teach that you need to enter into and design a new ocean with a single product.

Building a business value ladder

Once the idea has been proven, then you go and develop your value ladder to explode, expand, and plant your stake in the ground.


This year, I’ve accidentally kind of become the category king in two different categories.

One of them was purposeful; the other was completely accidental.

The business I lead with, my major passion, is Offer Creation.

Performance evaluation offer king

Since OfferMind, those who attended have collectively made hundreds of thousands of dollars. #A lot of money.

I know this stuff works.

It’s NOT just one person is just killing it. It’s a lot of people…  a lot of people who haven’t money on the internet ever.

I continually get messages saying, “Man, I made my first 10 grand ever.  My first 30, grand…”  I’m like, “Yeah! What’s up?”

I’m pretty sure these people made more money, collectively, than I did –  and I’m very proud about that.

Steven Larsen goals

I made more money doing the thing than teaching the thing. That’s very important to me. I focused on that a lot of this year.

I’m pumped that I’ve developed two businesses:

  • A front end business
  • A back-end business

#1: I teach offers, and I help people create their offers. I build off a lot of ’em, and a lot of people are in need for that. That’s one of the major missing loops I was seeing in what I was coaching in the Two Comma Club coaching program.

…So I decided, “I’m gonna go be the offer guy.”  Russell Brunson, Myron Golden, and Alex Charfen; a lot of guys that I was super vulnerable with, told me:

“Stephen, dude. You geek out about offers more than anybody we’ve ever seen; go be the offer guy. There isn’t a guy for that. Go be that guy.”

OfferMind proved that idea to the market

This year has not so much about cashing in, as it was about me proving out the systems that I was teaching.


If you look at people like Alex Hormozi, Brandon and Kaelin Poulin, the people who blew up and made 10 million really quick… 

The year prior, they actually went in and proved their systems, and then scaled hard with a sales closer team and a phone team.

That’s what I’m gonna do. I need:

  • A lot more sales positions
  • A lot more money up front scenarios, so I don’t fail to collect again.
  • An Assistant. It’s literally two of us that are full time. I have two content teams, and now, we’re building an internal funnel-building team.

For me to increase my speed, I cannot be the only one building my funnels anymore.

A lot of entrepreneurs fail when they reach this stage of the game. This is where they die. They’ll remain the solopreneur because they cannot build a team.

Building a business

They don’t know how to scale, and they don’t know how to put systems in place. I am excited to crack that code. I will win at it, and I’m really pumped about that.

Now the thing that’s freaking me out, just so you guys know: major growth in my life has come from scenarios that I don’t know how to solve, but walk forward anyway.

For example…

  • I didn’t know how to build a funnel the first time I told someone I’d build one. Was it lying? No, because I knew it was possible, and I knew I’d figure it out. So I YouTubed like crazy.
  • I remember the first time I asked ClickFunnel support how to change background color inside the editor. Seriously, you are way probably further ahead than I was when I started.
  • I got to the Funnel Hacking Live event the first time with no money. I had to bootstrap my way there. That was a crazy bold move.
  • I created the original Two Comma Coaching Program and ran the FHAT Event. A lot of successful people came from that event. For me to say yes to that was a scary thing. I had to replace Russell Brunson on stage for three straight days. That freaked the crap out of me.
  • Leaving my job! WHAT?… Okay, that’s nuts.

…And so what I’ve noticed is that I suck at willingly manifesting personal growth. I’m not good at it. Almost no one really is.

As soon as we start feeling pain, the natural inclination says “Back off. Why you gonna feel that pain?”

… which brings me to the BIG challenge that I mentioned at the very start of this article.


Freaky new year goals

I’ve been trying to figure out is what the next absolutely freaky goal is?

I have a hard time willing those kinds of experiences into my life, anyone does.

  • Basic training. Man, I couldn’t get out of that.
  • I did door to door sales because it scared the crap out of me, and I knew I’d learn like crazy in that environment.

I’m trying to find the next environment.

My goal is four million dollars. I know I’m gonna hit that. It’s scary because I’ve never hit it. But I know I’m going to.

I know that this next year I’ll probably have at least three Two Comma Club Awards because I got a lot of products in the hopper and they’re all gonna tie together and reference each other.

BUT the thing that I’m trying to figure out is:

How can I architect freaky big things and environments that I can’t get out of to help me grow?

I don’t know how else to achieve my goals without a big goal that feels freaky to me.

Is it bigger than other people’s goals? Perhaps not, but…

I’m on a journey and a comparison of me versus me.

…And for me, that scares the crap out of me.

Scary new year goals

The thing that I’m trying to figure out – and this sounds so opposite. It’s completely the opposite than what a rational individual would do…

When I left ClickFunnels, my back was against the wall, and I knew that. That’s was one of the reasons I was doing it.

  • I could learn at a really slow pace by studying others – which is good to do for a while.
  • I could learn at a really slow pace by consuming tons of content – which is really good to do for a while until you figure out what you want to do

BUT I don’t know another way except burning the boats.

Building a business in difficult situations

I voluntarily try to find ways to put my back against the wall and cut all options out.

I’m 30 years old, I don’t want there to be too much comfort in what I do.

So, what can I orchestrate in my life to make sure I don’t have an option but to move forward? Where I will figure it out, out of desperation.

…And that’s the thing I’ve been trying to solve, and it’s really been freaking me out. I don’t know how to solve that right yet.

It sounds almost a masochist, I promise I’m not.

But I’ve never learned more about myself than in those scenarios where my back against the wall. I’ve never learned to fill in the blanks faster, with more aggression. Applied aggression, good aggression.

So like, man, I left the job, right? And everyone talks about that, but…

Now I’m trying to figure out what the next freaky thing is? And I can’t.

There’s no scenario yet where my back’s against the wall. My back’s not against the wall yet for this years goal – which freaks me out.

Most entrepreneurs just glide into the night when they hit some kind of a phase like this, and I don’t wanna be that way.

Performance evaluation

I know exactly what my products are gonna be in my value ladder. I’ve got people building that stuff for me now.

My internal funnel-building team that I dream-lined out; I’ve already approached them, and they already said yes. Now I’m just gonna run through the process of it.

I’m gonna treat it just I did my content team. I’m gonna babysit the first few funnel-builds to really document the system, and then keep moving forward.

…But like besides that, where’s my next level of: “Oh crap Stephen, can you do this?” Where’s that coming from?

Excited about my new year goals

So I’m really pumped about my $4,000,000 goal – but also scared to death – because I don’t know the answer to my question yet.

It’s BIGGEST piece: How can I orchestrate a little bit more fear for me, personally?

Goal setting fear

I challenge you to post your goal, whether on the comments of this post or somewhere else. Get open and real with what you want. Get unapologetic about it and move forward. Because no one wants what you want more than you do. Stop waiting for permission.

It’ll probably freak you out.

But even if you don’t feel like you have a following, someone’s watching you, and they’ll follow up with you. A lot of you guys did with me:

“Stephen, you gotta hit the goal, man!” I’m like “I know, and I think I’m going to!” And I thought I was, and then I didn’t freaking collect on some of it – “Dang it. Dang, it man! Gosh!”

Anyway, whatever… I’m ready for 2019

Thanks for following the journey. I appreciate you.

Aw, yeah! Hey, obviously a funnel’s already dead if you can’t even get anyone to opt in, right?

So I spent four hours teaching an audience how to get high opt-ins; when they work, and when they don’t.

Steven Larsen free optin course

If you want access to that member’s area where you can watch those replays, just go to to create your free members account now.

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